BANGKOK, Thailand – The Tourism Authority of Thailand (TAT) has announced that Thailand has surpassed its 2024 target of 35 million international visitors, recording 35,047,501 tourists between January 1 and December 27, 2024. This milestone is expected to generate an impressive 1.8 trillion Baht in tourism revenue. The successful achievement of this target is attributed to multiple factors, including effective government policies, strategic collaborations with airlines, and the growing appeal of Thailand as a global tourism hub.
Record-Breaking Markets
Among the international tourists visiting Thailand in 2024, the top 10 countries of origin include China (6.67 million), Malaysia (4.9 million), India (2.1 million), South Korea (1.85 million), Russia (1.7 million), Laos (1.11 million), Taiwan (1.08 million), Japan (1.02 million), the United States (1.01 million), and Singapore (1 million). Notably, several markets have experienced significant growth compared to 2019, with India, Malaysia, Taiwan, Russia, Saudi Arabia, Italy, Spain, Poland, and Turkey all recording new highs in visitor numbers.
The Middle Eastern market, in particular, has shown great promise, with a notable increase in tourists from high-spending regions, contributing to Thailand’s growing position as a destination for luxury and long-haul travelers.
Government Initiatives and Airline Partnerships
A key factor in achieving these remarkable results was the Thai government’s decision to grant visa exemptions to citizens of 93 countries, allowing them to stay in Thailand for up to 60 days without a visa. Additionally, the elimination of immigration forms at 16 border checkpoints (both land and sea) has streamlined the travel experience for international visitors, making it easier to access the country.
TAT’s “Airline Focus” strategy also played a significant role in boosting Thailand’s tourism. The initiative focused on collaborating with international airlines to reopen previously suspended routes, increase the frequency of existing flights, and launch new routes, particularly to regional secondary cities in Thailand. In total, airlines have increased their seat capacity to 47 million seats in 2024, a 26% increase compared to 2023. December, the peak travel season, saw the addition of over 70,000 seats from new flights, further boosting Thailand’s global connectivity.
Events and Tourism Experiences
The rise in international visitors also benefited from Thailand’s well-curated calendar of events, such as the Amazing Thailand Countdown 2024, Songkran Festival, and a series of concerts and fan meetings by Thai and international artists. Additionally, Thailand’s promotion of film and television tourism has gained traction, with international tourists visiting filming locations from popular Thai TV shows and movies. These efforts helped to attract tourists not only from nearby markets but also from long-haul regions.
Looking Ahead: 2025 Tourism Goals
Looking to the future, TAT has ambitious goals for 2025, with plans to attract between 36 and 39 million international visitors and generate tourism revenue of 1.98 to 2.23 trillion Baht. This will be part of the Amazing Thailand Grand Tourism and Sports Year 2025, a year-long campaign designed to enhance Thailand’s tourism offerings and elevate its status as a premier global travel destination. The campaign will feature world-class events, international partnerships, and a range of new tourism experiences tailored to a wide variety of visitor interests.
TAT’s plans for 2025 will focus on creating unique selling points for Thailand through high-profile events, improved travel infrastructure, and increased ease of travel, as well as offering additional incentives and privileges for tourists. High-profile international celebrities and influencers will also be invited to share their experiences in Thailand, helping to attract even more global attention to the country.
The Tourism Authority of Thailand’s success in 2024 and its plans for 2025 demonstrate the country’s resilience in the tourism sector, ensuring Thailand remains a top destination for international travelers and reinforcing its position as a regional tourism hub in Southeast Asia.
